Digital Communication and the Impact of Online Review Platforms on Visiting Behavior

Abstract

This paper explores tourists’ attitudes toward the TripAdvisor review platform based on a quantitative survey. The study aims to assess the influence of online reviews on travel decision making, evaluating variables such as perceived usefulness, credibility, user satisfaction, and intention to continue using the platform. Results from a questionnaire administered to 103 participants reveal a generally favourable perception of TripAdvisor, supporting its influential role in shaping tourist behaviour. These findings confirm that review platforms have a significant impact on how travellers select destinations and services.